Among other small touches added to Pebble Steel: a LED light that indicates when the watch is charging. The watch will function just like the original Pebble, with full access to the same apps and watchfaces.

Pebble also confirmed an App Store where users can download apps or watchfaces will arrive by the end of the month.

Several new apps will be available for Pebble when the app store goes live. They include ESPN, which will stream live sports scores, reviews from Yelp and a Mercedes app that lets users check the tire pressure, fuel levels and location of their vehicle.

The second line of Pebble smartwatches arrive as companies press forward with more wearable technology. Migicovsky says more than 300,000 Pebble smartwatches have been sold worldwide.